00:06:50 · Alex Hormozi, John Coogan, Jordi Hays
[00:06:50] S1: Have you listened to like, thought about listening to Beyonce today? I'd be like, not really. But I mean, like, if it was on, sure. Sure. You know, I'm not against it. [00:06:57] S0: Yeah. I think some people just have the the itch to, like, customize their own living environment. I'm I'm curious about how you see your living environment. Because, I mean, from those first YouTube videos, like Yeah. The monastic were you in closet? [00:07:12] S1: You were [00:07:12] S0: in closet. Like like, that that was [00:07:14] S1: My business thoughts [00:07:15] S2: were I [00:07:15] S0: don't know if that was intentional, but it was, it was somewhat deliberate. You picked that space over a big living room. Right? Yeah. And I'm wondering how you think about your your living space, your workspace, your office space today. [00:07:28] S1: So I would say all of the time that I when I work, I'm very intentional about that space. When I'm not working, it's whatever Leila wants. Mhmm. I don't care. Like, if she if she's 10% happier [00:07:40] S0: Yeah.
00:07:40 · John Coogan, Alex Hormozi, Jordi Hays
[00:07:40] S0: Yeah. [00:07:40] S1: I have a, like, a percent to percent correlation to my happiness. Mhmm. And me being more comfortable has no correlation back. So so, like, whatever she's good with, I'm good with. Yeah. But in terms of, like, where I work, it's almost all how do I how do I eliminate every sense of distraction for me personally. And so it's like, I don't have windows. Some people like having windows. I don't think anything wrong with that. For me, it's like, need no stimulation because I'm I'm very distractible. And so I have to have like, I earplugs in, no light, all artificial. I have, like, soundproof, like, you know, like, I want nothing. Yeah. And then I can finally focus on what trying to work on. Yeah. [00:08:16] S0: Can we go back to the early YouTube days on the latest channel? I think 2020 [00:08:23] S2: Mhmm. [00:08:23] S0: In that closet. We both launched YouTube channels around the same time, and we were talking about this. You come you completely smoked me. Yeah. It was insane. [00:08:32] S2: Is, you know, obviously pretty good at media and but and was like the the his channel was like just following his interests, like Silicon Valley history. The the execution was like, by all means amazing. Like, got to, half a million subscribers. [00:08:44] S0: But I I treated like a blog, and you treated like a business. [00:08:47] S2: Yeah. Yeah. And it was, like but it was this much smaller TAM. Yep. And, like, when you compare the two channels and, like, your strategy, the execution was it Yeah.
00:08:47 · Jordi Hays, John Coogan
[00:08:47] S2: Yeah. Yeah. And it was, like but it was this much smaller TAM. Yep. And, like, when you compare the two channels and, like, your strategy, the execution was it Yeah. [00:08:55] S0: Was just me and, like, I had one remote editor for years. I was, like, not monetizing, not really thinking about it as a business. But I'm interested to know, on day one of of that YouTube channel because I know you've done media stuff before, but, like, the the the the the current media business. Mhmm. What was the team like? What was the strategy? How much time were you putting into it? Because I know you had exited some businesses. You had some space Yeah. To breathe, but how serious were and then what was the evolution of that?
00:08:55 · John Coogan, Alex Hormozi, Jordi Hays
[00:08:55] S0: Was just me and, like, I had one remote editor for years. I was, like, not monetizing, not really thinking about it as a business. But I'm interested to know, on day one of of that YouTube channel because I know you've done media stuff before, but, like, the the the the the current media business. Mhmm. What was the team like? What was the strategy? How much time were you putting into it? Because I know you had exited some businesses. You had some space Yeah. To breathe, but how serious were and then what was the evolution of that? [00:09:22] S1: I'll walk you through Please. As fast as I can. So the first thing was I found any media editor, like an agency, and they're like, three YouTube videos a week is what we do. And I was like, alright. Then that's what I'll do. Okay. And so I just webcammed. Like, and I had a little suitcase that would open up so I could travel because Layla and I were traveling for the year Yeah. For sale. And so that's what I did. Wherever we were, I was like, open up. And then because at that time, didn't have really any work. So I had all these thoughts that I was like, oh, I'm just gonna get them. I'm gonna dump them all out. So that's basically what YouTube strategy one point o was. Yeah. I had somebody cold reach out, like legit Yeah. To when right as short started, they were like, I'll do everything. You already have YouTube stuff. I'm just gonna clip it. Just give me permission. [00:10:03] S0: Yep. [00:10:03] S1: And I was like [00:10:04] S2: Oh, cool. [00:10:04] S1: That's amazing. So that's what You
00:10:04 · Alex Hormozi, Jordi Hays, John Coogan
[00:10:04] S1: That's amazing. So that's what You [00:10:05] S2: accidentally started clipping. [00:10:06] S1: A 100%. And so that was like we were really early on shorts. [00:10:09] S0: So good. [00:10:10] S1: And then as soon as he did a pretty good job, he's like, you know, if I actually recorded you doing these, they'd do even better. And I was like, fine. But I only wanna do one day a quarter. And he was like, fine. So he'd fly out for one day, and we do a 100 shorts in one sitting. A 100%. I'll just do a 100 that that kind of style of filming and recording is pretty much how I still kinda rock that way, which is like, I want I prefer a marathon day. Like, I'd rather just start at, you know, six and then just rock until every ounce of juice is gone, and then it's like, great. Yeah. We'll do it again in a week or whatever. [00:10:36] S2: Yeah. We're sort of like that marathon every day. [00:10:40] S0: Yeah. Yeah. Mean, one of my one [00:10:41] S1: of my questions is, like, [00:10:42] S0: what goes into a two hour YouTube video? Because you'll do these, like, master classes two hours, I'm like, that is insane. And then I'm like, I do three hours every day. So, like Yeah. Now it's become more possible, but I imagine that there's lots of [00:10:52] S2: But that's but three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. I'm probably wanna eat some food.
00:10:52 · Jordi Hays, John Coogan, Alex Hormozi
[00:10:52] S2: But that's but three hours was kind of like just going until we got tired. Yeah. Like, by three hours, we're usually like, okay, like, probably need to go to the bathroom. Yeah. I'm probably wanna eat some food. [00:11:02] S0: Yeah. And and this show is much less structured. But when you're when you're thinking about, like, the portfolio, like Yeah. You the volume is just incredibly important to everything in media these days. You agree with that? [00:11:13] S1: Oh, a 100%. Where where Volume negates luck. Okay. Volume negates luck. Negates the answer. Yeah. That's, like, on our wall at HQ. [00:11:20] S0: Yeah. What formats are you most excited about for 2026, 2027? [00:11:25] S1: Live interactive. Okay. Separate and together. [00:11:28] S2: Okay. [00:11:28] S1: So just going live, like, with the audience, Twitch style [00:11:31] S0: Yep. [00:11:31] S1: YouTube live style. [00:11:32] S0: And that was the book launch strategy. Right? Was that your first taste? You've done [00:11:35] S1: live No. I've done lives before, but that was obviously, you know, And then and then interactive, which is not like, sure, there's chat interactive, but like, how do I bring the audience in so that we can talk? That's where you see the first, it was CashCals now at Scale or Fail, which is the show we just launched. And we're doing we're doubling down really hard on that because if you think in the world of AI, it's like, are the things that can't be faked? [00:11:57] S0: Yeah.